UNELE ABORDĂRI ALE PREVIZIUNILOR DE MARKETING
SOME APPROACHES OF MARKETING FORESIGHTS
Author(s): Alexandru Nedelcu, Gheorghe MINCULETESubject(s): Politics / Political Sciences
Published by: Carol I National Defence University Publishing House
Keywords: marketing foresights; consumption foresight; market foresight; marketing foresights horizon; marketing foresights methods; business future analysis
Summary/Abstract: Marketing foresights activities enable companies to use weak signals to identify opportunities and threats. Marketing foresights offer different methods, discussions on their implementation, and recommendations on how to link strategic foresight with other functions in an organization. Based on a literature review, we define a generic framework for the foresights of marketing, use specific methods and give a few examples. We conclude that marketing foresights can successfully contribute to satisfying customers’ needs and to creating opportunities for the business perspective.
Journal: Buletinul Universităţii Naţionale de Apărare »Carol I«
- Issue Year: 2011
- Issue No: 01
- Page Range: 154-165
- Page Count: 12
- Language: Romanian